Lumier Laboratories Promo, Case study FEEL THE EUCALIPTHOL SCENT by OMD Santiago

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Industry Health & Pharmaceutical Products, OTC Medicines (Pain Relievers, Cold & Flu)
Media Promo & PR, Case study
Market Chile
Agency OMD Santiago
Released June 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: COTIBIN
Media Agency: OMD CHILE , Santiago, CHILE
Manager: Andrea Baier (OMD)
Media Supervisor: Monica Galvez (OMD)
Media placement: OOH - Downtown Santiago - 01 June 2011

Insights, Strategy & the Idea
In Chile it’s very common for people to drink hot lemonade against a cold, fact that has generated a very competitive category in this anti-flu format.
Cotibin anti-flu decided to enter this segment, which is led by brands with much trajectory, with the aim of increasing sales by 18% so as to achieve a 4% market share.

Creative Execution
We installed in the public thoroughfare, giant teacups that threw up Eucalipthol scented vapours.
At the city’s bus stops you could also see and perceive the distinct aroma of COTIBIN anti-flu.
We did the same in magazines; after rubbing an ad one could feel and smell Eucaliopthol’s unique aroma

Results and Effectiveness
Sales increased 25%, therefore achieving the 4% market share forecast for 2011.
All of these actions generated press coverage which resulted in a 38% yield for the campaign.